An Empirical Test of Image Restoration Theory and Best Practice Suggestions Within the Context of Social Mediated Crisis Communication

Crises are inevitable for any company, and the fate of a company’s image rests in how well they are responded to. Few studies have experimentally tested the impact that common types of company responses can have on consumers’ perceptions when a negative complaint has been made online. This research sought to expand the strategies put forth for crisis management by image restoration theory (IRT) using best practice research within the context of...